Catalogers Go Co-op

Don Davis

Twenty-five home furnishing, apparel, gift and food catalogers have joined the Prefer.com marketing co-op since its launch on April 12, the company says. A so-called "B2B2C e-commerce accelerator," Prefer.com uses proprietary technology to link retailers with its site as well as portals in a bid to create low-maintenance revenue streams for both groups.

Prefer.com's network includes J. Jill, Draper's & Damon's, Jackson & Perkins, Northwest Express, Omaha Steaks, Wine Enthusiast and Restoration Hardware. "Catalogers and retailers are constantly looking to increase their presence on the Web," says Doug Platt, CEO of Prefer.com. "We are tapping into the power of a collective cross-promotional effort that generates high volume revenue-sharing opportunities."

At the core of the Prefer.com network is a suite of e-commerce tools coupled with consumer and product databases. Retail partners contribute opt-in consumer data and their catalog of products to the databases. Prefer.com then overlays intuitive shopping tools before re-distributing directly to consumers at Prefer.com or through portals and other high-traffic Web destinations.


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